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MKT 113 Final Project Part I Guidelines and Rubric

Overview Part I of the final project for this course is the creation of a written product overview.

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You have been named the marketing director of a large pet supply company. Your company makes pet food, toys, and supplies that are sold in retail locations and via its online store. While the company has a robust website, it is not on any social media websites and prefers traditional media channels to promote its products.

Your first job is to help the company launch a new pet food line. This line will be for both cats and dogs, and the company is excited because the product is made of all natural ingredients. The new pet food will be sold for about 10% more than its competitor’s pet food product. You will need to make some key strategic decisions about how to launch and promote this new product line. Assume you will have the budget that you need.

The project is divided into two parts: Part I, which has two milestones and a final submission, and Part II, which is a final presentation. These will be submitted at various points throughout the course to scaffold learning and ensure quality final submissions. These milestones will be submitted in Modules Two and Three. Final Project Part I is submitted in Module Five. Final Project Part II is submitted in Module Seven (see the Final Project Part II Document for more details).

In Final Project Part I, you will demonstrate your mastery of the following course outcomes:

 Utilize foundational marketing terminology for identifying effective marketing strategies  Describe internal and external market factors that impact marketing decisions and strategies  Describe the role of the consumer for improving marketing strategies  Analyze the strengths and weaknesses of a company’s marketing activities to influence future strategies

Prompt Your Final Project Part I: Product Overview will be a written document, 2–4 pages in length, in APA format. A template has been provided to give additional details on the paper structure and content.

Specifically the following critical elements must be addressed:

I. Initial Overview a) Market Factors Describe the internal and external market factors the company should consider. i. Complete the SWOT matrix and include information on the product strengths, weaknesses, opportunities, and threats. Provide necessary details to support each example.

ii. Explain the SWOT findings and how they can help you market your new product. Consider what the strengths of the products are and how you can leverage those to take advantage of opportunities. b) Target Market Analysis Describe the target market for the new product. i. What is your company’s target market? What is the demographic, psychographic, and geographic breakdown of your target market? ii. What are the wants and needs of this target market? Why would the product either appeal to their wants or satisfy their needs?

II. Marketing Strategy Identify marketing strategies that you would suggest for the company. a) Identify the most important marketing strategies that you would recommend the company use, and explain why you have chosen them. b) Outline the 4 P’s (price, place, promotion, and product) for each of the strategies you have identified. How will you use the 4 P’s to inform your strategies? c) Identify one marketing strategy you would recommend that the company avoid, and explain why. d) Outline the 4 P’s (price, place, promotion, and product) for the strategy you are not recommending. Are there changes you could make to the 4 P’s that would make the strategy more likely to be successful?

Milestones
Milestone One: SWOT Analysis and Discussion In Module Two, you will submit a SWOT analysis through the discussion topic. Your SWOT analysis will outline the strengths, weaknesses, opportunities, and threats facing the pet supply store’s new product. Ensure that you discuss which of the product’s strengths you will be leveraging in your marketing activities. In your response posts to your classmates, discuss how the threats or weaknesses could affect your classmates’ proposed marketing activities. This milestone is graded with the Milestone One Rubric.

Milestone Two: Target Market Analysis In Module Three, you will submit your written target market analysis in a 1- to 2-page Word document that will describe in detail your selection of the target market of the pet supply store, including the demographic, geographic, and psychographic details, the needs and wants of this target market, and how this new product will satisfy one or more of these needs or will appeal to a want of the target market. This milestone is graded with the Milestone Two Rubric.

Final Submission: Product Overview In Module Five, you will submit your detailed written product overview that will include your proposed marketing strategy in addition to the product overview. A template has been provided to guide you. Your paper should be a complete, polished artifact containing all of the critical elements of Final Project Part I. It should reflect the incorporation of feedback gained throughout the course. This submission will be graded with the Final Project Part I Rubric.

Final Project Part I Rubric Guidelines for Submission: Using the template provided, your product overview must be 2 to 4 pages in length (plus a cover page and references) and must be written in APA format (APA 6th edition). Use double spacing, 12-point Times New Roman font, and one-inch margins.

Critical Elements Exemplary (100%) Proficient (85%) Needs Improvement (55%) Not Evident (0%) Value Initial Overview: Factors: SWOT
Meets “Proficient” criteria and provides resources to support analysis Completes the SWOT analysis for the product and incorporates appropriate details to clarify explanations Completes a SWOT analysis for the product that is cursory or does not incorporate appropriate details to clarify explanation Does not develop a complete SWOT 12 Initial Overview: Factors: Findings
Meets “Proficient” criteria and makes connections between strengths and opportunities Explains the SWOT findings and articulates how they can help the marketing of the new product Explains the SWOT findings but does not relate them to marketing the new product Does not explain the SWOT findings 12 Initial Overview: Target Market: Your Company
Meets “Proficient” criteria and utilizes outside resources to support the target market identification Identifies the company’s target market, including demographic, psychographic, and geographic information Identifies the company’s target market, but does not include all appropriate data Does not identify company’s target market 12 Initial Overview: Target Market: Wants and Needs
Meets “Proficient” criteria and draws comparisons to wants and needs of target markets of similar products Identifies the target market’s wants and needs and explains why the product will appeal to those wants or needs Identifies the target market’s wants and needs, but does not explain how the product appeals to those wants and needs Does not identify target market’s wants and needs 12 Marketing Strategy: Identify
Meets “Proficient” criteria and provides real-world examples of how these strategies have been used Identifies the most important marketing strategies that would be recommended for the company to use and explains choice Identifies marketing strategies, but does not explain why they have been chosen Does not identify marketing strategies 12 Marketing Strategy: 4 P’s
Meets “Proficient” criteria and describes how 4 P’s will be used to inform strategies Outlines the 4 P’s (price, place, promotion, and product) for each of the strategies identified Outlines some of the 4 P’s or only outlines the 4 P’s for one strategy Does not outline the 4 P’s 12 Marketing Strategy: Avoid
Meets “Proficient” criteria and provides real-world examples of how this strategy has been used Identifies one marketing strategy that would be recommended for the company to avoid and explains why Identifies one marketing strategy that would be recommended for the company to avoid, but does not explain why Does not identify a marketing strategy that will be ineffective 12 Marketing Strategy: Not Recommending
Meets “Proficient” criteria and describes how the 4 P’s of the strategy could be changed to make it more effective Outlines the 4 P’s (price, place, promotion, and product) for the strategy not being recommended Outlines some of the 4 P’s for the strategy not being recommended Does not outline the 4 P’s 12

Articulation of Response
Submission is free of errors related to citations, grammar, spelling, syntax, and organization and is presented in a professional and easy-to-read format
Submission has no major errors related to citations, grammar, spelling, syntax, or organization
Submission has major errors related to citations, grammar, spelling, syntax, or organization that negatively impact readability and articulation of main ideas
Submission has critical errors related to citations, grammar, spelling, syntax, or organization that prevent understanding of ideas
4
Earned Total 100%

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